DETERMINANTS OF CUSTOMER TRUST IN RURAL E-COMMERCE IN ZHENGZHOU, CHINA: A CASE STUDY OF TAOBAO VILLAGES
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บทคัดย่อ
Trust is the potential key to unlocking the competitiveness of online businesses. Building trust can help businesses maintain long-term relationships with their stakeholders. This research studied the effects of marketing factors, including product quality, service quality, security, reputation, ease of use, and usefulness, on customer trust and the mediating role of customer satisfaction in the rural e-commerce businesses in Zhengzhou, China, based on the foundation of the social exchange theory. Self-administrative questionnaires were used to gather survey data from 420 Taobao Village customers. The PLS-SEM results showed that perceived security, perceived reputation, perceived ease of use, and perceived usefulness directly affected customer trust. In addition, the Sobel test results illustrated that customer satisfaction mediated between all but perceived usefulness and customer trust. The findings provided new insights into the roles of these marketing factors in fostering customer trust directly and indirectly through customer satisfaction and an expansion to the application of the social exchange theory, especially in the rural e-commerce business.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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